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The people at Apple saw this persona and set out to modify the way persons see Macs. They didn't have to do comprehensive tv commercials nor did they heavily engage in radio advertising and marketing, for probably the most element, they produced a fantastic solution and let word of mouth do the rest. Also, placing a brand new, sleeker Apple logo on every product proved to become genius and as the logo became synonymous with higher excellent and luxury. More or less, Apple turned their logo into the Mercedes Benz of computers.